Fundment
More than a financial industry event, this was a brand statement.
The challenge: launching a defining moment
As a planner-first investment platform built to help financial planners move faster, Fundment was ready to step forward with its first flagship experience, bringing together leading voices on communication, trust and entrepreneurship. Headlined by Professor Brian Cox and featuring Daniel Priestley and Rachel Botsman, the ambition was clear.
Following our award-winning work on HSBC’s Global Investment Summit 2025, we were invited to create the complete event identity and creative concept. The brief was bold: position The Adviser Edge as the must-attend planner event of 2026. A premium, future-facing experience that signalled Fundment’s growing maturity and ambition, while staying true to its challenger, planner-centric roots.
The solution: redefining what a planner event could be
Financial planning conferences have a reputation. Safe stages. Predictable panels. Plenty of information, a little low on inspiration.
Our research confirmed it. Planners weren’t short of knowledge. They were short of clarity. They wanted space to think bigger, reconnect with purpose and see what’s next for their profession. So we set out to break the mould.
With Fundment’s reputation for clarity, innovation and integrity as our foundation, we built a strategy for attendees that matched Fundment’s promise to its customers: running alongside them, never in their way, helping them move faster and giving them an edge.
Hosted in London’s Outernet district, a striking blank-canvas venue, we had the freedom to transform the environment completely. We designed a world around the creative platform “Think deeper. Move faster.” This shaped the narrative, visual identity and every execution across digital, print and the physical space itself.
From a wraparound LED entrance tunnel that immersed guests from the moment they arrived, to a stage and environment built for sharper thinking and open conversation, every detail signalled that this was not business as usual. This was a conference designed to challenge assumptions and accelerate ambition.
The results: An experience that gave Fundment a real edge
Fundment LIVE: The Adviser Edge brought 400 financial planning professionals together for a day that challenged assumptions, sharpened thinking and raised the bar for what a financial planning event could be.
Every element worked together to create a cohesive, high-energy environment. It felt bold. It felt different. It felt like Fundment. Vox-pop interviews and event content extended that energy beyond the room, generating engaging social assets and amplifying the moment.
This was more than a one-day conference. It was Fundment’s most confident statement yet. Firmly positioning the brand as a serious, forward-thinking force within financial services.
Delivering an experience of this scale required genuine collaboration. Co-creating with Fundment’s marketing team with a transparent and highly iterative rhythm. Sharing thinking early, pressure‑testing ideas together and refining every detail with the same customer‑first mindset that defines the brand. The client’s appetite for boldness was evident throughout the project, ensuring the final execution felt not only distinctive, but unmistakably Fundment.
Elly Sherwin, Chief Marketing Officer, FundmentThe identity felt sharp, confident and unmistakably “us” and it elevated the entire experience from the moment people first entered. We’ve had so much positive feedback already and it’s clear to everyone internally how much thought and craft went into getting this right.
